Northgate Gonzalez Market, Unilever Reward Loyal Consumers

Hispanic grocery chain Northgate Gonzalez Market and consumer packaged goods giant Unilever have joined forces for an innovative shopper marketing promotion that will reward consumers who buy Unilever products with an exclusive performance by multiplatinum Latin artist Reyli.

From April 2 through May 5, consumers who spend $100 on participating Unilever brands will earn two tickets to see Reyli at a May 17 concert at the Honda Center in Northgate’s hometown of Anaheim, Calif. Tickets to the exclusive event can only be earned by shopping during the Northgate-Unilever promotion. A free mobile app for iPhone and Android phones, Northgate Market, is available to help shoppers keep track of their purchase totals. The app also features a store locator and recipe videos.

More than 350 personal care and food products from Unilever brands, among them Axe, Dove, Degree, TRESeme, Ponds, Caress, Country Crock, Wishbone, Suave, Best Foods, Lipton, Knorr, Ragu, Breyers and Popsicle, can be purchased under the program, which is being supported through in-store signage, island displays and in-store announcements.

“Unilever continues to drive new and innovative promotions at retail, and this disruptive platform is no exception,” said Lou Paik, shopper marketing manager for the West division of the Englewood Cliffs, N.J.-based company. “When you are able to provide your customers with an opportunity that is truly unique, deliver an experience to your shoppers that they highly value and effect social change in your local communities … you know you have a winning program.”

The promotion also backs Northgate’s commitment to aiding the Hispanic community. As part of the promotion, concert attendees will be able to contribute to two charities: Olive Crest, which supports at-risk children and families, and Red Eye, which helps the underserved through food and clothing drives and special empowerment events.

Mike Hendry, Northgate’s VP of marketing, characterized the initiative as a "one-of-a-kind promotion that rewards our most loyal customers,” adding, “We believe the Northgate app will allow us to connect with our customers on a more personal level while also rewarding them by connecting food and music in a fun and different way.”

Family-owned Northgate operates 36 stores in Orange County, Los Angeles and San Diego counties.